Symptomatic neurogenic orthostatic hypotension (nOH) is a disorder that causes patients to experience a range of symptoms, including dizziness, lightheadedness, and feeling as though they are about to black out. Patients weren’t telling their physicians how badly the symptoms affected their lives, and because the symptoms mimic those of other forms of orthostatic hypotension, diagnosis was difficult for physicians.
To educate physicians on the difference between nOH and other forms of orthostatic hypotension, as well as to make them aware of the availability of a new therapy, we created the cliff campaign. In this campaign the eye-catching visual of a patient seated on his couch at the edge of a cliff showed physicians how their patients felt about their symptoms and helped them understand the urgency of diagnosing nOH.
The campaign was delivered nationwide through digital and traditional media, targeting audiences of neurologists and cardiologists. The campaign resulted in an increased diagnosis of nOH, a rise in sales for NORTHERA, and a new awareness of the need for greater symptom control.